Bling h2o bottled water is convenient and healthier than high-sugar soft drinks. It is readily available, comes in a trendy bottle and it’s all yours. Hollywood writer/producer Kevin G Boyd has developed a luxury bottled water called Bling h2o that costs an average of $55. The bottles are available in limited edition frosted gasses and covered with Swarovski crystals. The following will highlight the typical customer for Bling, facts on Australian’s bottled water industry and a few ethical issues concerning Bling. Geographic A geographic segmentation is identifying and analysing the location that a company is looking to move into. Adam K & Armstrong D, 2008)
The premium status and pricing, that bling put on their product would narrow the geographic segment to the economic centres of Australia, these being Sydney, Melbourne and Brisbane. Furthermore, these areas can be additionally segmented; suburbs where there with high -profile and social standing (Kotler, P, Adam, S. , Denize, S. , Armstrong, G. 2009). The demographic make-up of a potential market is made up of the age group, income, occupation, gender, race, education and religion.
Demographic segmentation is a opular form of analysis and very important part of identifying the size and methods of communicating with a target market. (Kotler et al, 2009) After reviewing the media on Bling and the website the demographic profile for Bling would be 20 – 35 year old age bracket with a high level of income. This is supported by Bling’s involvement with MTV, The Emmy’s and the price of their product. From the marketing segmentation identified Bling would be looking at young high income owners who place a high importance on their external image. Along with targeting the these individuals, 5 star hotels and
The psychographic and behavioural segmentation bling would be looking at is a benefits viewpoint (Kotler et al, 2009). The benefits class is the benefits the user perceives to obtaining by using the product. The benefits from bling h2o are that of social status and class by drinking bling users would be setting themselves apart. According to research conducted by the Australian Bottled Water Institute (ABWI), bottled water is popular amongst people of a large range of demographics, but consists largely of young singles and couples, particularly females aged between 14 and 35.
Bottled Water Regulations and Safety 2004) The bottled water industry is regulated as a packaged food product by Food Standards Australia New Zealand (FSANZ) with high standards and due to legal nature of the standards in place, it must be met by all water bottlers without exception to ensure consistent safety, quality and taste. As well as being under strict regulation by the FSANZ, bottled water is subject to food laws and labelling requirements of the Australian Consumer and Competition Commission (ACCC) and is subject to recalls like all other food products.
With much attention focused on the safety and security of the nation’s food supply, the bottled water industry has elevated its efforts to provide consumers with a safe, high quality product. The numerous federal and state regulations and standards already in place, coupled with the bottled water industry’s use of enhanced learning systems help ensure the safety and security of our products. (Eardly 2004)
Demand for bottled water in Australia has slowed down extravagantly over the past few years with consumer demand for bottled water increasing by 20% in 2003 but dropping to a measly 2. % growth in 2009 possibly due to the global financial crisis. In 2003 Australians gulped 520 million litres of water, with Mount Franklin and Pump leading the market accounting for 17% of the total bottled water market. Wood attributes this growth to fashion, trends, health consciousness, convenience and improvements in packaging. “Australians are now following world trends and drinking more water for a number of reasons. We’re now more health conscious than ever before. ” (Ferre 2009)
Some ethical concerns regarding Bling h2o have been brought up concerning the damage to the environment in producing the glass bottled water (Owen 2006) and the recyclability of the Bling h2o bottle compared to other plastic bottled water such as Mount Franklins who’s bottles are 100% recyclable, but the manufacturers assured the public that the bottle was recyclable but did not give a figure on how much of it is recyclable, not that it would be a concern because it is unlikely buyers of the Bling h2o bottle will recycle it, but instead, reuse it like normal water bottle. Environment n. d) Another issue is obviously the price of the bottle of water, to understand how expensive regular bottled water is, let’s compare it with petrol. With the price of oil rising, we typically think of petrol as very expensive.
On the other hand, some of us will barely blink an eye at picking up a few bottles of water from the same petrol station. A gallon of petrol costs around S3. If we assume a one litre bottle of water from the store costs about $2. 0, a gallon of the same bottled water should cost about $10. Water, life’s most necessary substance, costs about three times more than petrol when it comes in a plastic bottle. lf you wanted to fill up a car’s 15-gallon tank with petrol, it would cost you about $45. lf you wanted to fill up that same 15-gallon tank with bottled water, it would cost you $150. And since Bling h2o is 20 times more expensive than normal bottled water, it would cost $3000 to fill up that same tank using Bling h2o bottled water (Fuller 2008).
Bling h2o is marketed as a premium product and towards buyers who would like to have themselves perceived as being “Bling” are expected to pay a premium price for such a super-luxury consumer item and in the end, the decision is up to the buyer. Bling h2o claims to be better tasting than other bottled waters because it’s water is sourced in Dandridge, Tennessee which has won a gold medal for best tasting at the Berkeley Springs
International Water Tasting Festival, but in a blind taste test in New York City put Bling H20 up against regular bottled water and Manhattan tap water. The reactions proved to be inconsistent and unpredictable — most people proclaimed Manhattan tap water as the best-tasting, while Bling H20 was believed to be simple tap water. Although, different people do have their own desired taste for water and taste is a subjective matter which is hard to argue for and against a preferred taste.
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